Reply #7: According to the OP

[pipoman]

the buttons were given away. They undoubtedly have rights to the Tolkien trademark, they can't prevent the use of the word in passing or the printing of the word. As for the book, they would have to prove that the publisher/author were actually enriched by the use of the word...I'm sure the publisher just didn't want to spend the money to defend the use of the word. If the word was used as a passing reference it is doubtful that the Tolkien name owners would prevail.